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THE APPS MARKETING PLAYBOOK
November, 2010
THE APP MARKETING PLAYBOOK
1. AppsMarketing.mobi Intro
2. The State of App Discovery Today
3. Mobile Apps – Why All The Fuss?
4. Big App Challenges
5. Real App Data
6. Apps that Succeed
7. 5 Tips to Rule The Mobile App Charts
8. Make Money Along The Way
APPSMARKETING.MOBI INTRO
Harel Shattenstein
A Professional blogger and founder of Talkingmobile.com, as well as an established
journalist covering the telecom industry. His passion and knowledge of the mobile world is
unmatched. Harel is currently on the AppsMarketing Advisory Board.
Oren Todoros
Oren's success stems from leveraging new media marketing tools and tactics by sparking
interactions on the web's leading social sites. Oren has worked with a diverse group of
clients. Whether it's video or blog posting, Oren keeps his finger on the pulse of the new
media industry.
AppsMarketing – A marketing firm that specializes in mobile app strategies and marketing
for big brands and garage developers.
Launched in Dec 09 – AppsMarketing has lead the marketing initiatives for apps such as
The Official Bar Refaeli App - The Penguins of Madagascar – Megamind and many more…
OUR STORY
Our passion for the mobile app industry mixed with new media marketing set the
foundation for AppsMarketing.mobi
WHAT WE DO
59.83% of mobile internet usage is spent on social networks.
We bring your apps to life by sparking conversations where your audience
participating by creating smart, tailor made marketing campaigns.
Our strategies begin first and foremost with research and segmentation followed by
understanding the competitive landscape within your app's category.
Services include mobile ad campaign creation and management, PR tactics, cross
app marketing as well as working directly with mobile development teams from the
ground up.
APPSMARKETING.MOBI INTRO
Our clients apps range from various categories, segments and demographics
such as Storybooks, Social, Entertainment, Lifestyle and Games.
CLIENTS SNAPSHOT
Babller: Post status messages on
Twitter, FaceBook and LinkedIn
in many languages.
Medley: A creative and
entertaining new approach to the
classic Anagram Word Puzzles.
Bar Refaeli: Official App
Exclusive videos from interviews
and campaigns.
The Soul Mate Within:
Unleash the law of attraction,
Attract your ideal soul mate.
Megamind StoryBook:
Featured New & Noteworthy
Based on the DreamWorks
Animated Movie.
The Penguins of Madagascar:
#1 Top iPad Book App. Packed with
activities that entertains kids of all
ages.
APPSMARKETING.MOBI INTRO
APPS MARKETING AD NETWORK
Combining the power of high quality mobile app content, with a top-tier ad
network creates incredible value for mobile app advertisers.
AppsMarketing Ads brings together the biggest app review sites and influencers,
making it the premier network for promoting your app in front of the widest, most
targeted mobile app audience online. AppsMarketing Ads are the shortest distance
between your app and its users.
APPS MARKETING - TOP APP REVIEW PARTNERS
APPSMARKETING.MOBI INTRO
.VS
WORLD OF
PAID
WORLD OF
AWARENESS
APP MARKETING STRATEGIES
Discovering apps today, is like drinking from a fire hose.
In a sense, we’re right back to where the web was in the early 90’s
Overload of apps - Too many app stores - Short amount of time
WEB vs APP Discovery
Webpages are discovered through Google search or a
memorable URL address. The results you get back from Google
take second-guessing as, in most cases, there is no information
semantics describing a webpage or its relationship to other
pages.
On the contrary apps are published with semantic information
as part of the submission process;
genre, description, etc..
WEB - Good search but lack of discovery
MOBILE - Good discovery but lack of search.
THE STATE OF APP DISCOVERY
Moving forward apps are going beyond mobile.
Not only to tablets but also to the web (Chrome Web Store),
the desktop (Mac App Store) and the billions of connected
devices out there from TVs to cars.
What is an app really?
It’s not just a bunch of code and a fancy UI. Apps are the new
channel for delivering services and experiences in mobile devices,
taking over from the old world of web pages, texting, ringtones,
wallpapers, MMS, Mobile TV – and some would argue voice, too.
Triggers:
An industry in its infancy – Roughly 3-4 years since Android Launch
The speed of innovation – app development time is short
300,000+ iPhone Apps – 100,000 Android Apps
If you can do it on your PC you can do it on your phone
User Perspective -Taking your content with you on the go
Marketing Perspective - Reaching you on the go
APPS – WHY ALL THE FUSS?
YOU AND I are not Oprah - Brand
names are taking up very limited
retail space.
Apps have to have significantly
high value to make an impact.
No MARKETING mechanism on the
Apple App Store.
Monetization
Free, Paid, Freemium, Ads???
Developers don’t know where to
start.
Marketers are still fixated on the
web marketing tactics.
THE BIG APP CHALLENGE
More games for iOS than 4 generations of
game consoles.
ROI Measurement is somewhat problematic.
Requiring code to be implemented in the app.
Will it be approved?
Investing hundreds to a few thousand dollars
on an app that may not be approved.
"We will reject Apps for any content or
behavior that we believe is over the line. What
line, you ask? Well, as a Supreme Court Justice
once said, "I'll know it when I see it". And we
think that you will also know it when you cross
it."
MORE APP CHALLENGES
Total US Paid Apps: 18,623
Total US Free Apps: 35,089
Books category is as competitive as Games.
Categories are broken down into sub-categories
for level out the playing field.
Games
-Action
-Adventure
-Arcade
-Board Games
- Etc…
TIP: If your app is not a GAME pick a better
category.
REAL APP STORE STATS
Your “GAME APP” isn’t really competing with
300,000 apps. In fact, the number is right
around: 53k.
There are roughly 18.6k Free apps in the US App
Store
There are roughly 35k Paid apps in the US App
Store
The Books category is as competitive as Games.
TIP: Guessing how much your app should be sold
for is not a strategy.
Resource: http://www.mobclix.com
REAL APP STORE STATS
Resource:
http://www.mobclix.com
Detailed app stats, segmented by categories
http://www.appannie.com
Insights into 297,899 apps by 68,836 companies
across 90 countries
http://www.appstorehq.com/
Library of great apps with a social flavor
REAL APP STORE STATS
OWN YOUR SOCIAL PRESANCES
LEVERAGE USER GENERATED CONTENT
LOVE LETTERS – NOT PR PITCHES
GOOGLE’S HOT SPOT
IN APP CROSS PROMO
APP STORE’S ADDED VALUE
TIPS TO RULE THE APP CHARTS
59.83% Social Networks
Percent of Time Spent on Mobile Internet Usage by Category
70% of bloggers are organically talking about brands on their blogs.
38% of bloggers post brand or product reviews.
Twitter and Facebook have almost the same male-female ratio;
Twitter with 59% female users and Facebook with 57%.
Think vertical. Your Mom, Dad, Sister, Brother probably have never and will never read
app review blogs.
YOUR AUDIENCE IS WAITING
OWN YOUR SOCIAL PRESANCE
SAY IT WITH IMAGES AND VIDEO
PATH APP TRAILER DONE RIGHT
Hundreds of Thousands of Views
LEVERAGE USG
Hello,
You don't know me, my name is Bruce and I am a Moose!
I live in a new iPhone app called "Find Bruce" (because I like to
hide and you should find me!).
It's an iPhone game made for little kids!
I know there are some other new "apps-for-kids", but I like to
think that I'm special…
LOVE LETTERS – NOT PR PITCHES
PR GOING BACK A STEP
GOOGLE’S HOT SPOT
"iShotgun Pro" is the full version of the
successful and addictive skeet shooting game
"iShotgun Lite"
YOUR APP HERE
IN APP CROSS PROMOTION
Halloween, Christmas, Valentine's Day, pretty
much any holiday is perfect leverage for
promoting your app.
Try to schedule your apps release just in time
with a major occasion, weather that be a
holiday or other worldly event. This was
especially true for soccer game apps around
world cup time. Vuzvuzella app anyone!?
KEEPING UP WITH THE TIMES
1. Reviews are essential for any application’s success
2. Your apps title is also prime opportunity to grab a user’s attention.
i.e.: Doodle Jump – BE WARNED: Insanely Addictive!
3. Screenshots, this is your time to shine! make sure you wow them with the
most visually stunning screenshots your app has to offer.
APP STORE’S ADDED VALUE
• Free apps need to reach critical mass to before they can convert with up-sell
• Ad Based Apps are annoying, but not annoying enough.
• Paying even a little money for an unknown app is something people don’t want to do.
And by people, I mean me.
In App Purchasing: A look at the top-grossing iPhone apps today finds 34 of the top 100
apps are free, but make their money through in-app purchases of mostly virtual
currencies as well as other premium features. Remco van den Elzen, CEO of analytics
firm Distimo, said he believes in-app purchases now represent about 30 percent of all
iPhone App Store revenue. “We’re seeing more developers implement more in app-
purchases especially with games,” he said. “Freemium Apps are also picking up
significantly. A lot of developers realize it’s a successful model.”
via One Third of Top-Grossing iPhone Apps Are Free: Tech News
MONETIZING YOUR APP
KEY TAKEAWAYS
Pricing: It’s always easier to go down than up
Don’t expect people to simply find it.
Say it with Images and Video
Invest in Design
Sell the need, not the features
Feature: a prominent attribute or aspect of something.
Need: a condition requiring relief.
AppsMarketing.mobi
E-mail: info@appsmarketing.mobi
Phone: +972 52 759 6521
Skype: Oren.Todoros
Twitter: @Apps_Mktg
CONTACT US

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The App Marketing Playbook

  • 1. THE APPS MARKETING PLAYBOOK November, 2010
  • 2. THE APP MARKETING PLAYBOOK 1. AppsMarketing.mobi Intro 2. The State of App Discovery Today 3. Mobile Apps – Why All The Fuss? 4. Big App Challenges 5. Real App Data 6. Apps that Succeed 7. 5 Tips to Rule The Mobile App Charts 8. Make Money Along The Way
  • 3. APPSMARKETING.MOBI INTRO Harel Shattenstein A Professional blogger and founder of Talkingmobile.com, as well as an established journalist covering the telecom industry. His passion and knowledge of the mobile world is unmatched. Harel is currently on the AppsMarketing Advisory Board. Oren Todoros Oren's success stems from leveraging new media marketing tools and tactics by sparking interactions on the web's leading social sites. Oren has worked with a diverse group of clients. Whether it's video or blog posting, Oren keeps his finger on the pulse of the new media industry. AppsMarketing – A marketing firm that specializes in mobile app strategies and marketing for big brands and garage developers. Launched in Dec 09 – AppsMarketing has lead the marketing initiatives for apps such as The Official Bar Refaeli App - The Penguins of Madagascar – Megamind and many more…
  • 4. OUR STORY Our passion for the mobile app industry mixed with new media marketing set the foundation for AppsMarketing.mobi WHAT WE DO 59.83% of mobile internet usage is spent on social networks. We bring your apps to life by sparking conversations where your audience participating by creating smart, tailor made marketing campaigns. Our strategies begin first and foremost with research and segmentation followed by understanding the competitive landscape within your app's category. Services include mobile ad campaign creation and management, PR tactics, cross app marketing as well as working directly with mobile development teams from the ground up. APPSMARKETING.MOBI INTRO
  • 5. Our clients apps range from various categories, segments and demographics such as Storybooks, Social, Entertainment, Lifestyle and Games. CLIENTS SNAPSHOT Babller: Post status messages on Twitter, FaceBook and LinkedIn in many languages. Medley: A creative and entertaining new approach to the classic Anagram Word Puzzles. Bar Refaeli: Official App Exclusive videos from interviews and campaigns. The Soul Mate Within: Unleash the law of attraction, Attract your ideal soul mate. Megamind StoryBook: Featured New & Noteworthy Based on the DreamWorks Animated Movie. The Penguins of Madagascar: #1 Top iPad Book App. Packed with activities that entertains kids of all ages. APPSMARKETING.MOBI INTRO
  • 6. APPS MARKETING AD NETWORK Combining the power of high quality mobile app content, with a top-tier ad network creates incredible value for mobile app advertisers. AppsMarketing Ads brings together the biggest app review sites and influencers, making it the premier network for promoting your app in front of the widest, most targeted mobile app audience online. AppsMarketing Ads are the shortest distance between your app and its users. APPS MARKETING - TOP APP REVIEW PARTNERS APPSMARKETING.MOBI INTRO
  • 8. Discovering apps today, is like drinking from a fire hose. In a sense, we’re right back to where the web was in the early 90’s Overload of apps - Too many app stores - Short amount of time WEB vs APP Discovery Webpages are discovered through Google search or a memorable URL address. The results you get back from Google take second-guessing as, in most cases, there is no information semantics describing a webpage or its relationship to other pages. On the contrary apps are published with semantic information as part of the submission process; genre, description, etc.. WEB - Good search but lack of discovery MOBILE - Good discovery but lack of search. THE STATE OF APP DISCOVERY
  • 9. Moving forward apps are going beyond mobile. Not only to tablets but also to the web (Chrome Web Store), the desktop (Mac App Store) and the billions of connected devices out there from TVs to cars. What is an app really? It’s not just a bunch of code and a fancy UI. Apps are the new channel for delivering services and experiences in mobile devices, taking over from the old world of web pages, texting, ringtones, wallpapers, MMS, Mobile TV – and some would argue voice, too. Triggers: An industry in its infancy – Roughly 3-4 years since Android Launch The speed of innovation – app development time is short 300,000+ iPhone Apps – 100,000 Android Apps If you can do it on your PC you can do it on your phone User Perspective -Taking your content with you on the go Marketing Perspective - Reaching you on the go APPS – WHY ALL THE FUSS?
  • 10. YOU AND I are not Oprah - Brand names are taking up very limited retail space. Apps have to have significantly high value to make an impact. No MARKETING mechanism on the Apple App Store. Monetization Free, Paid, Freemium, Ads??? Developers don’t know where to start. Marketers are still fixated on the web marketing tactics. THE BIG APP CHALLENGE
  • 11. More games for iOS than 4 generations of game consoles. ROI Measurement is somewhat problematic. Requiring code to be implemented in the app. Will it be approved? Investing hundreds to a few thousand dollars on an app that may not be approved. "We will reject Apps for any content or behavior that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, "I'll know it when I see it". And we think that you will also know it when you cross it." MORE APP CHALLENGES
  • 12. Total US Paid Apps: 18,623 Total US Free Apps: 35,089 Books category is as competitive as Games. Categories are broken down into sub-categories for level out the playing field. Games -Action -Adventure -Arcade -Board Games - Etc… TIP: If your app is not a GAME pick a better category. REAL APP STORE STATS
  • 13. Your “GAME APP” isn’t really competing with 300,000 apps. In fact, the number is right around: 53k. There are roughly 18.6k Free apps in the US App Store There are roughly 35k Paid apps in the US App Store The Books category is as competitive as Games. TIP: Guessing how much your app should be sold for is not a strategy. Resource: http://www.mobclix.com REAL APP STORE STATS
  • 14. Resource: http://www.mobclix.com Detailed app stats, segmented by categories http://www.appannie.com Insights into 297,899 apps by 68,836 companies across 90 countries http://www.appstorehq.com/ Library of great apps with a social flavor REAL APP STORE STATS
  • 15. OWN YOUR SOCIAL PRESANCES LEVERAGE USER GENERATED CONTENT LOVE LETTERS – NOT PR PITCHES GOOGLE’S HOT SPOT IN APP CROSS PROMO APP STORE’S ADDED VALUE TIPS TO RULE THE APP CHARTS
  • 16. 59.83% Social Networks Percent of Time Spent on Mobile Internet Usage by Category 70% of bloggers are organically talking about brands on their blogs. 38% of bloggers post brand or product reviews. Twitter and Facebook have almost the same male-female ratio; Twitter with 59% female users and Facebook with 57%. Think vertical. Your Mom, Dad, Sister, Brother probably have never and will never read app review blogs. YOUR AUDIENCE IS WAITING
  • 17. OWN YOUR SOCIAL PRESANCE
  • 18. SAY IT WITH IMAGES AND VIDEO
  • 19. PATH APP TRAILER DONE RIGHT
  • 20. Hundreds of Thousands of Views LEVERAGE USG
  • 21. Hello, You don't know me, my name is Bruce and I am a Moose! I live in a new iPhone app called "Find Bruce" (because I like to hide and you should find me!). It's an iPhone game made for little kids! I know there are some other new "apps-for-kids", but I like to think that I'm special… LOVE LETTERS – NOT PR PITCHES
  • 22. PR GOING BACK A STEP
  • 24. "iShotgun Pro" is the full version of the successful and addictive skeet shooting game "iShotgun Lite" YOUR APP HERE IN APP CROSS PROMOTION
  • 25. Halloween, Christmas, Valentine's Day, pretty much any holiday is perfect leverage for promoting your app. Try to schedule your apps release just in time with a major occasion, weather that be a holiday or other worldly event. This was especially true for soccer game apps around world cup time. Vuzvuzella app anyone!? KEEPING UP WITH THE TIMES
  • 26. 1. Reviews are essential for any application’s success 2. Your apps title is also prime opportunity to grab a user’s attention. i.e.: Doodle Jump – BE WARNED: Insanely Addictive! 3. Screenshots, this is your time to shine! make sure you wow them with the most visually stunning screenshots your app has to offer. APP STORE’S ADDED VALUE
  • 27. • Free apps need to reach critical mass to before they can convert with up-sell • Ad Based Apps are annoying, but not annoying enough. • Paying even a little money for an unknown app is something people don’t want to do. And by people, I mean me. In App Purchasing: A look at the top-grossing iPhone apps today finds 34 of the top 100 apps are free, but make their money through in-app purchases of mostly virtual currencies as well as other premium features. Remco van den Elzen, CEO of analytics firm Distimo, said he believes in-app purchases now represent about 30 percent of all iPhone App Store revenue. “We’re seeing more developers implement more in app- purchases especially with games,” he said. “Freemium Apps are also picking up significantly. A lot of developers realize it’s a successful model.” via One Third of Top-Grossing iPhone Apps Are Free: Tech News MONETIZING YOUR APP
  • 28. KEY TAKEAWAYS Pricing: It’s always easier to go down than up Don’t expect people to simply find it. Say it with Images and Video Invest in Design Sell the need, not the features Feature: a prominent attribute or aspect of something. Need: a condition requiring relief. AppsMarketing.mobi E-mail: info@appsmarketing.mobi Phone: +972 52 759 6521 Skype: Oren.Todoros Twitter: @Apps_Mktg CONTACT US